This Ink Made From Smokers' Lungs Increased Interest in Quitting by 500%

A morbidly effective campaign from BBDO Proximity Thailand

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Here's one way to get a message to smokers: write it in ink made from their own diseased lungs.

BBDO Proximity Thailand has produced a fascinating case study on its recent anti-smoking effort for the Thai Health Promotion Foundation.

Working with medical faculty at Chulalongkorn University, the agency produced a black ink made from materials extracted from lungs donated after death by longtime smokers.

By distributing the ink at public events, the campaign sparked quite a bit of PR and increased signups in the foundation's cessation program by 500 percent compared to the previous year. 

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in